Bringing white goods out of the utility room and into the kitchen with a series of emotive campaigns.
Engagement on ‘Love your food’ eDM campaign.
Click Through Rate
(5x the average for B2C).
Landing page views.
Shares and comments on Facebook.
With products in 2 out of every 3 homes, Hotpoint is a household name. But it’s a name that is synonymous with white goods hidden away in the utility room.
With new product ranges being launched across three brands, Whirlpool (who own Hotpoint) were anxious to move them away from being seen as simply a white goods provider, and establish themselves as a lifestyle choice.
The ‘love your...’ campaign focused on establishing an emotional connection with the brand through a series of short every day stories (moments) woven around a young family in the kitchen, focusing on clothes, food, and cooking and how Hotpoint appliances were there for them, making a difference in their lives.
A video, series of Vines and eDMs, social media content, an optimised landing page, PPC advertising and a number of POS materials were delivered to connect with the consumer in each campaign, whatever stage of the purchasing cycle they were in.
Using emotive instead of product focussed content resonated with consumers with high engagement rates, and retailers remarking on an increase in consideration to purchase during the promotional period.
"The strength of Graymatter’s digital knowledge along with its concept initiatives won over the team. We were incredibly impressed with their creativity and clear campaign experience."Hotpoint